Digital Marketing Portfolio
Marketing strategy and content for one company, two audiences: clinical B2B (orthotics and prosthetics) and pediatric consumer (families navigating a diagnosis).
Role start
1 B2B, 1 B2C
Channels owned
00
starband · content strategy
starting video from zero
the challenge
Starband had almost no video presence for families navigating a new diagnosis. The brief wasn't just "make reels," it needed to feel calm and reassuring, never clinical or scary.
the planning
Before any script or storyboard, the tone had to be set. Rather than studying big parenting brands, I looked at how narrower, trust-heavy accounts, like car seat safety pages and direct helmet competitors, talk to parents in a similar situation, so scripts could mirror how these parents actually talk, not marketing language.
the approach
• Two running campaigns: Care Basics (evergreen, ongoing, bi-weekly) and Stay Cool for the Summer (seasonal arc filling alternating slots)
• A running backlog of future video concepts organized into six named buckets: Starband Care, Cool for the Summer, Seasonal and Holiday, Education, Parent Support, and Starband Journey
audience
Families navigating a new diagnosis
channels
Instagram, TikTok, YouTube Shorts
tools
HubSpot, Canva, Figma, Later
category
Video production
Views, July launch
01
starband · content strategy
three audiences, three campaigns
the challenge
Providers touch Starband at different points, fitting it, referring to it, or operating before it. Each audience needed its own reason to stay engaged.
the approach
Built three separate campaigns, each with its own cadence and content, rather than one generic send trying to reach everyone.
audience
Referral, fitting & surgeon providers
channels
Email (HubSpot)
category
Email marketing
A 12 month automated series for referral providers, pediatricians, nurse practitioners, PTs, and OTs, built to help them recognize plagiocephaly and torticollis early.
A monthly email for existing fitting providers, with a locked theme each send, from Starscanner precision to helmet comparisons to SmartSoc compliance.
A quarterly campaign for endoscopic surgery providers, covering post op cranial remolding options including a Starlight PRO vs. Starband Plus comparison.
21.22%
Open rate
6.41%
Click rate
02
orthomerica · print & collateral
rebranding the print library
the challenge
When Orthomerica rebranded, the existing print collateral didn't just need new logos swapped in. Every piece, from clinical education materials to reimbursement guides, needed to be reworked to match the new visual identity while staying clear and usable for the providers who reference it day to day.
the approach
Reworked the print library one piece at a time, covering everything from a clinical white paper to a billing reimbursement guide to a quick reference wound care chart, so each asset matched the new brand without losing the clarity providers depend on.
audience
O&P providers
channels
Print, PDF
tools
Photoshop, InDesign
category
Print & collateral
